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The Influence of Friendship on Continuance Intention in Facebook: The Mediating Role of Flow and Inter-personal Contextual Performance
Inter-personal Contextual Performance
With the development of information communication technology and internet, the means of communication between the people continue to change. The emergence of social networking sites has become the most popular social platform, Facebook especially. Since its inception in 2004, the number of users has risen significantly. The purpose of this study aimed to explore the impact of friendship on continuance intention in Facebook, and to verify whether the flow and inter-personal contextual performance play the mediating role between these two. It was completed in the form of questionnaire, through quantitative methods, and the research object was Facebook users. Then, the structural equation modeling (SEM) was conducted to identify the causal effect among the factors. The results were summarized as follows: (1) Friendship does have a positive influence on continuance intention in Facebook. (2) Friendship does have a positive influence on flow. (3) Friendship does have a positive influence on inter-personal contextual performance. (4) Flow does have a positive influence on inter-personal contextual performance. (5) Flow does have a positive influence on continuance intention in Facebook. (6) Inter-personal contextual performance does have a positive influence on continuance intention in Facebook. (7) Flow has a mediating effect on the relationship between friendship and continuance intention in Facebook. (8) Inter-personal contextual performance has a mediating effect on the relationship between friendship and continuance intention in Facebook. (9) Inter-personal contextual performance has a mediating effect on the relationship between flow and continuance intention in Facebook. Finally, according to the results of this study, it offers suggestions to managers and the relevant operators as a reference.
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